Explicit and Implicit Catalysts of Consumer Resistance: The Effects of Animosity, Cultural Salience and Country-of-Origin on Subsequent Choice

International Journal of Research in Marketing, 23 (3), 321-331 (2006)

11 Pages Posted: 18 Nov 2015

See all articles by Dale Russell

Dale Russell

Pacific Institute for Research and Evaluation (PIRE)

Cristel Russell

American University - Kogod School of Business

Date Written: 2006

Abstract

This paper identifies conditions that activate animosity feelings and in turn affect global consumers' choices. Three experiments conducted in two countries test the effects of a movie's country-of-origin and consumers' levels of animosity on subsequent movie choices. Two catalysts of animosity are explored: an explicit scenario and an implicit cultural salience prompt. Cultural resistance emerges in the form of increased preference for domestic movies when animosity is activated and consumers are exposed to related country-of-origin information about a first movie. A similar pattern of cultural resistance appears when, instead of consciously activating animosity, cultural identity is made salient.

Suggested Citation

Russell, Dale and Russell, Cristel, Explicit and Implicit Catalysts of Consumer Resistance: The Effects of Animosity, Cultural Salience and Country-of-Origin on Subsequent Choice (2006). International Journal of Research in Marketing, 23 (3), 321-331 (2006). Available at SSRN: https://ssrn.com/abstract=2691699

Dale Russell

Pacific Institute for Research and Evaluation (PIRE) ( email )

11720 Beltsville Drive, Suite 900
Calverton, MD 20705
United States

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

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